Learn SEO and Keyword Strategy. Avoid costly mistakes. When selecting keywords, it is important to understand how the keywords are being bid through the google ad word system, in order to understand how quickly you can spend your budget.
You can avoid costly mistakes by understanding the differences between how you bid on keywords and what are called keyword matches or match types. Google has an instructional page so that you can understand more about match types.
I’m going to give you a quick overview here about match types and what they mean to you as the advertiser. By default, every keyword that I have put into this box is considered a broad match.
What broad match means is that I am giving Google the ability to show my ad for any keywords that Google determines to be related to the keywords that I put into this box. And so, as you can see on the right hand side, Google has suggested, best hiking in California, but I did not add that to my keyword list.
In a broad match situation, if someone did type in, best hiking in California, my ad would most likely appear. Because it is broad match I am allowing the most liberal application of showing my ad as possible. I don’t always recommend providing a broad match in your campaigns, this allows, in my opinion, way too much flexibility for your ads to show for possibly the wrong phrases. I like to control how my ads are appearing as much as possible.
And I recommend you do that as well because, as I said, it will help you maintain a closer watch on your budget. And if you’re watching your budget more closely, and your ads are only appearing for relevant keyword searches, then you will be rewarded with a better click-through rate. And, that’s part of the quality score. If your ad continues to show for irrelevant searches and your click-through rate goes down because your ad is appearing more frequently to less relevant searchers.
That will affect your quality score negatively. The types of matching that I do recommend are called phrase matches and exact matches. You see hiking tour, my last 4 key phrases that I have selected, those are the terms that are most relevant to the audience that I want to target.And so, I know if someone types in any of these four terms then they’re more than likely to become a good customer. And so, I can make this an exact match by putting brackets on either side of the term. That tells Google to only show my ad if this phrase is typed into the search box in this particular order, and only these words.
If additional words are used, then my ad will not show. So, this is the exact match, meaning, only if the search phrase is an exact match to the phrase that I am bidding on, will my keywords appear. Now, the next is a phrase match and a phrase match is simply highlighted by putting quotes on either side and what I’m saying from the phrase match is if my phrase is used, whatever is between quotes is used, there could be additional words, there could be like words, but the focus is the three words, if they are used in any combination.
If they also have additional words added to them, then show my add. And so I’m allowing more flexibility by saying to show my add if these three words are used in any combination or with any additional keywords. And so, by tightening down the types of words and phrasesthat will initiate my ad to be shown I can more tightly control my budget and the amount of views my ad receives, and I can also be sure that my keywords are reaching the best audience.
That’s why I don’t tend to default to the broad match. I always recommend using either the phrase match or the exact match to meet the people that you want and so your ad will show exactly to the people you want to see them. Make sure when you’re setting up your campaigns that you are aware of this because there have been a lot of businesses that have lost a lot of money by initiating a broad match and then not checking on their campaign, andthey’ve ended up losing thousands of dollars.